Monday, December 23, 2024

Behind the branding

Melanie Butler looks at the inspection results of the top ELT chains

When you buy a branded product, you expect consistent quality. Is the same true of language school chains? To find out, we analysed the inspections of the top chains.

We measured mean average quality by calculating the net areas of strengths awarded (after any needs for improvement are deducted). As you see from the table, the mean average score for all the chains listed is significantly above the industry average of five net strengths.

However, the scores for individual school in a chain can vary widely from highest performing operation to its lowest. This is particularly noticeable in the chains, shaded in the table, which have young learner operations.

The normal range of distribution in UK language schools is 8 net strengths (see page 26). So, if all the schools in a chain score within an 8 point range we have added one bonus point to the score, to recognize that relative consistency. Where they score within a tighter 4 point range, the adjusted score has two extra points.

The scores of both the chains without separate young learners operations go up. Eurocentres receives the maximum two points for consistency.

By contrast, just over half the six chains with such operations have a higher adjusted score and none get the maximum bonus of two points.

Only one chain, St Giles, has a young learner school as their highest performer, though British Study Centres young learners matches the mean average score for the group.

For three of the chains that run them, their young learners operations are their worst performers.

Images courtesy of Library and Administrator
Melanie Butler
Melanie Butler
Melanie started teaching EFL in Iran in 1975. She worked for the BBC World Service, Pearson/Longman and MET magazine before taking over at the Gazette in 1987 and also launching Study Travel magazine. Educated in ten schools in seven countries, she speaks fluent French and Spanish and rather rusty Italian.
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